Design decisions that will kill your business – the Web App fallacy

Frequently, I come across blog posts that highlighted the latest and coolest Web design. Typically no more than skin deep, these posts rarely address the downsides and risks that adopting those designs can have, particularly for an established e-commerce site. On this series, I will stop to reflect on some of e-commerce’s most common design mistakes. Hopefully you won’t find one you’ve made in this list!

The Web Application fallacy

If I had a pound for every time a Web designer has tried to talk me into making this mistake… Their rationale goes like this: we’re building an interactive Web application, the usability of a Web application can benefit greatly from instant feedback through front-end validation, duplicating all validation on the back-end is expensive and may be detrimental to the user experience -as well as placing constraints on the Web app, such as forcing the user to press a button to submit data-, the number of users who cannot benefit from advanced front-end technology is low, etc. Therefore we should disregard accessibility and older browsers and just create an Ajax Web App. When challenged, the will smugly mention Google Docs. Surely what’s good enough for Google is good enough for us?

Nothing could be further from the truth. For a start, accessibility is mandatory in the UK and Europe, with the threat of unlimited compensation payments imposed on sites that don’t comply with the Equality Act’s requirements. Accessibility is mandatory by law (usability is not) and therefore must trump any other considerations that influence the way you design your sites.

Furthermore, the argument about older browsers’ relative population size doesn’t stand to scrutiny either. The numbers may be small but the 2 constituencies it represents are very important: your boss/colleagues and people at work. a lot of people working in medium to large organisations are stuck with Windows XP and IE 6. No matter how bad they’d like to use their Mac or Windows 7 they just have no control on the IT kit provided to them. We know people like to research and shop online from their work PC. Do you really want to close the door to all those bored office workers with a credit card and time to waste? Furthermore, you design a site that doesn’t render and work well on your boss’ PC at your peril.

At the root of all this is the idea that somehow websites and Web Apps are 2 distinct categories, and that all new developments featuring even minimal interactivity should firmly fall in the latter. This is a fallacy: Web Apps are a not a complementary set with no intersecting elements but a subset of the Website category. All Web Apps are websites, and must abide by the rules that apply to websites. A very small number of Web Apps’ functionality can only be provided on modern browsers (such as a very high fidelity office suite) but most Web Apps are basic collect – calculate – display affairs and have no excuse not supporting the whole of the internet population.

Why is this important?

Apart from the fact that building an inaccessible design you’re risking an unlimited penalty that could be the end of a business of any size, there are good commercial reasons not to fall for the Web Application fallacy.

IE6 still makes up at least 2{acc93bc4c50d705b6582df8463c6e78eab363e734bea58beb26f7f541e3e6037} of Internet traffic to your site. Remember IE6 is highly represented at work, so account for multiple visits when evaluating its weight – it can easily represent 3{acc93bc4c50d705b6582df8463c6e78eab363e734bea58beb26f7f541e3e6037} or more of actual visitors. Would you be willing to make a decision that would sacrifice 3{acc93bc4c50d705b6582df8463c6e78eab363e734bea58beb26f7f541e3e6037} of your business in any other realm?

Progressive enhancement

At its core, the issue is one of choosing Progressive Enhancement over Graceful Degradation. Progressive Enhancement ensures the building of a robust, fully functional, accessible system that can be enhanced by the addition of layers of functionality that will improve the user experience of subsets of users. Starting from a lowest common denominator ensures universal accessibility and 100{acc93bc4c50d705b6582df8463c6e78eab363e734bea58beb26f7f541e3e6037} commercial reach.

Not falling for the Web App fallacy you’re making sure everyone who wants to can buy from you. Sounds like a sound business decision to me!

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About Roberto Hortal

I am Roberto Hortal: innovator, intrapreneur and agent of change. I lead RM Studio: RM's community of innovators. I have abundant UK and international experience helping enterprises develop tools, people and culture to create growth, become agile and achieve success.

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